tim malbon how to actually make something | mdw august 2011
DESCRIPTION
Tim Malbon discusses the importance of prototyping and how to actually make something.TRANSCRIPT
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Greetings
Thursday, 4 August 2011
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Warm up your making muscles
Thursday, 4 August 2011
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The story so far...
Thursday, 4 August 2011
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Thursday, 4 August 2011
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Not an ad agency...
Thursday, 4 August 2011
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Not an ad agency...
Not an "agency" at all?
Thursday, 4 August 2011
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Not an ad agency...
Not an "agency" at all?
Something else...
Thursday, 4 August 2011
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makingstuff
Thursday, 4 August 2011
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exploitingdisruptive innovation
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change is your best
friend
Thursday, 4 August 2011
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software development
product design
businessstrategy
we'retrying to playsomewhere
in here
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software development
product design
businessstrategy
we'retrying to playsomewhere
in here
FOR ONE WEEK ONLY
Thursday, 4 August 2011
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We make new stuff out of the internet...
Thursday, 4 August 2011
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We make new stuff out of the internet...
We make things that live outside the campaign cycle...
Thursday, 4 August 2011
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We make new stuff out of the internet...
We make things that live outside the campaign cycle...
We make services, products, platforms, apps...
Thursday, 4 August 2011
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So... what you doing these days?
Thursday, 4 August 2011
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So... what you doing these days?
I design services
Thursday, 4 August 2011
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So... what you doing these days?
You mean like toilets?
I design services
Thursday, 4 August 2011
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So... what you doing these days?
You mean like toilets?
You know, like the things you use but don’t own
I design services
Thursday, 4 August 2011
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So... what you doing these days?
You mean like toilets?
You know, like the things you use but don’t own
Ohhhh. I see, motorway services.
I design services
Thursday, 4 August 2011
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So... what you doing these days?
You mean like toilets?
You know, like the things you use but don’t own
Ohhhh. I see, motorway services.
No. Like how you use your online banking or buy train tickets or what your gas provider says on the phone when they’ve fucked up. It’s 3/4 of the economy.
They have touchpoints.
I design services
Thursday, 4 August 2011
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So... what you doing these days?
You mean like toilets?
You know, like the things you use but don’t own
Ohhhh. I see, motorway services.
No. Like how you use your online banking or buy train tickets or what your gas provider says on the phone when they’ve fucked up. It’s 3/4 of the economy.
They have touchpoints.
I design services
I didn’t want your fucking life story
Thursday, 4 August 2011
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Connected products
Digital experience is catching up with the physical
Software is becoming emotional
Thursday, 4 August 2011
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Connected products
Digital experience is catching up with the physical
Software is becoming emotional
Thursday, 4 August 2011
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Connected products
Digital experience is catching up with the physical
Software is becoming emotional
Thursday, 4 August 2011
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Connected products
Digital experience is catching up with the physical
Software is becoming emotional
Thursday, 4 August 2011
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Connected products
Digital experience is catching up with the physical
Software is becoming emotional
Thursday, 4 August 2011
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Connected products
Digital experience is catching up with the physical
Software is becoming emotional
Thursday, 4 August 2011
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Connected products
Digital experience is catching up with the physical
Software is becoming emotional
FOR ONE WEEK ONLY
Thursday, 4 August 2011
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Let's make things that have long-term value for people
Thursday, 4 August 2011
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Let's make things that have long-term value for people
useful
Thursday, 4 August 2011
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Let's make things that have long-term value for people
useful
playful
Thursday, 4 August 2011
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Let's make things that have long-term value for people
useful
playful
sustainable
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paid media model of buying attention“trad advertising-like objects”
earned media model of making stuff useful, playful & sustainable“objects that are more like products & services”
FROM
TO
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“Ideas that do”Stop communicating products & start making communication products
Gareth Kay, Goodby Silverstein & Partners
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Gareth Kay - Planningness 2009
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Gareth Kay - Planningness 2009
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Gareth Kay - Planningness 2009
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Problem: making the new stuff means blowing up the old ways of working
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It's a *little* bit like the history of Physics
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Isaac Newton An apple The moon
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At this scale, everything works just like clockwork
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But at quantum scale, traditional physics
doesn't work any more
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It's a bit like Physics
Max Planck
Marie Curie
Albert Einstein
Werner Heisenberg
Wolfgang PauliErwin Schrödinger
Louis de Broglie
Fifth Solvay Congress, Brussels, Belgium, 1927
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Werner HeisenbergAlbert Einstein
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We need to adopt a quantum state of
thinking and making at the same time
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Scale and complexity can change things profoundly
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Scale and complexity can change things profoundly
Certainty Probability
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Scale and complexity can change things profoundly
Sometimes smart people don't get this
Certainty Probability
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AGILESOFTWARE
DEV
AGILEDEV +
STRATEGY& DESIGN
AGILE+
LEAN
AGILE+
LEAN+
LIVEPROTOTYPING
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Simple & visual
Very, very fast
Self-organising teams
Trusting individuals
No siloesThursday, 4 August 2011
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ClientBrief
Research
Agency Brief
Creative Development
Testing
StrategicDevelopment
Production
small adjustment
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Strategy
Functional Spec
Wireframes
Design
Code
small adjustment
Test
Deploy
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Concept/Seed
Product Development
Alpha/Beta Test
Launch/Ship
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• Rapid prototyping testing many hypotheses • Minimum Viable Product (MVP)• Nail it then scale it• Customer obsession (development) • Iterative, metrics-driven & Agile
• Learn fast, don’t fail fast
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‘The Lean Agency’Lean Agencies exist to
search for new solutions to their clients’ problems
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The characteristics
of a Lean Agency
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Iterative
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Integrated
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Evidence/ Metrics Driven
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Minimal Waste
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Skype Education ProjectA new service to help more teachers use Skype in the classroom
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Skype came to us with a comms brief
| Skype Education Project
Theyʼd noticed that teachers all over the world were using Skype in extraordinary ways. They wanted us to collect these stories and use them to promote the service & inspire other teachers.
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We responded with some non-marketing ideas
| Skype Education Project
Layer a new service on top of the basic free communication serviceUse a customer-centric and test-driven way of working out what that service would be
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Initial assumption:
It's a lesson planning tool with examples, ideas and tips on integrating Skype into learning
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Stage 1 2 3 4
Touchpoint
User Needs
How would you like to find an expert to take part in a
‘Skype visit’? Some type of marketplace?
How would you like to contact them and what would
you need to discuss?
How would you like to involve an expert in planning or structuring the lesson?
How would you like to share the experience with the
community?
Notes
Use case #1: Invite an expert into the classroom
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Daniela Callegari
Primary school teacher in ItalyNo experience with Skype in the classroom yetDesperate to connect and find other classes
George Mayo
Middle school language arts teacher in Maryland, USAPioneer in technology and educationEnthusiastic about helping the project
Dan Sutch
FutureLab :: innovation in educationIn-depth knowledge of education & technologyOpen to ongoing involvement in project
Lisa Reid
6th, 7th & 8th grade science teacher in Ohio, USANo experience with Skype in the classroom yetKeen to start using Skype (has used EduSkypers)
Tracy Peterson
Technology teacher in Iowa, USAHas introduced her classes to initial Skype sessionsKeen to collaborate and extend usage of Skype
“Getting out of the building”
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We discovered immediately that their biggest obstacle was actually finding other teachers who also used Skype
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They also told us that teachers don’t have time to read lots of lesson plans - video clips would be much more helpful
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Insights gleaned from teachers’ websites
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We made something extremely simple and shipped it quickly
| Skype Education Project
We developed the first release in 2 iterations (4 weeks)We used Skype interviews, survey tools and eventually data from a closed beta of just over 1,000 teachers
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We sketched up 4 pages of a directory service which we tested with 7 teachers over Skype
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- 55 teachers- 7 countries- 20+ subjects
Expert30%
Intermediate40%
Level of Skype teaching proficiency
Novice29%
Online surveys
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“What teachers want”
Find other teachers & share ideas
Find a partner class
Help other teachers
How to use Skype
Overcome obstacles to Skyping
Practice Skype
28%
25%
23%
11.5%
9%
3%
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“Teachers who think concept would be ‘very valuable’”
60% -
55% -
50% -
45% -
Search/Filter Video Q&A
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We made stuff at the same speed as testing and learning
| Skype Education Project
We used various Agile techniques as a way of managing delivery whilst retaining the flexibility to respond to continuous feedback from testing.We created a charter that defined key metrics for success and a shared vision with Skypeʼs project stakeholders.
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A user journey through the service
Good ideaI want to view the
resources that another educator has added / liked.
2
My profile
New ideas
People like me
Ideas I might like
Mr Mayo
A N Other profile
People like me
Ideas I like
The more people who mark an idea as good the higher the ranking of the idea
I can mark an idea as good on the Skype teacher directory
Ideas I think are good are saved into my profile so I can find them again easily and other teachers like me can find them
I want to like a resource
2
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As we got more data from analytics, this started driving design decisions
| Skype Education Project
Increasing analytics data provided a new stream of feedback and evidence.Data pointed to key enhancements that were qualitatively validated with teachers using sketches & further Skype interviews.
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Beta hard metrics
‣ 1860 teachers signed up to the site
‣ 60% of users from the USA
‣ 2/3 of visits are new visitors to the site‣ 17% return 2-3 times‣ 18% frequent return visits
‣ High level of contact activity - 1,000 contact requests
‣ 200 resources shared
‣ 105 favourites
‣ 45 comments
Beta soft metrics
‣ Teachers like Skype in the classroom but it could meet their needs better
‣ Teachers want to use the site to connect with other teachers but find it difficult to find suitable matches with the current system
‣ Teachers want more search tools and a wider range of topics to describe themselves by
‣ Teachers want greater granularity on location - probably in part because of the high number of teachers in the USA
‣ Teachers find the resources section a useful source of inspiration and information. This is often what they look at first.
Analytics summary: qualitative and quantitative working together
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What the analytics told us
| Skype Education Project
• More than 1 in 2 users are connecting with another
• We saw only c200 resources shared. We researched this further with teachers
• Teachers have started to ʻhack itʼ to create projects
• 60% of the traffic is from the US
• Return visits seemed low, but we realised that we were losing the tracking when they connected via the Skype app
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Phase 2 objectives
➡Make connecting with another teacher easier and richer‣ Teachers have more tools to find each other by‣ Teachers can describe themselves in more detail‣ Teachers can use alternative connection methods ‣ Teachers can find good contacts again
➡Show teachers the best and most relevant resources‣ Teachers see more relevant resources in their profile‣ Popular resources are more visible
➡Centre the site around projects rather than profiles‣ Allow teachers to create and publish projects‣ Surface relevant projects to teachers
➡Increase teacher sign ups and number of visits
Phase 2 success metrics
‣ # new sign ups‣ 1/2 teachers return to the site more than once‣ Increase the number of teachers from outside the USA‣ 500 connections per month - either email or Skype‣ # of favourited resources increases‣ # of bookmarked teachers‣ # number of teachers who update their profile with additional information‣ # number of teachers who embed the badge on their website
New objectives and revised success metrics for phase 2
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Data and evidence-based design decisions for the new phase
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Data and evidence-based design decisions for the new phase
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Data and evidence-based design decisions for the new phase
We lit 15,000 fires instead of one firework
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Data and evidence-based design decisions for the new phase
We lit 15,000 fires instead of one firework
We surpassed all 'marketing' objectives to create sustainable, long-term value & engagement
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Data and evidence-based design decisions for the new phase
We lit 15,000 fires instead of one firework
We surpassed all 'marketing' objectives to create sustainable, long-term value & engagement
We created a template that can be applied to other key verticals
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Data and evidence-based design decisions for the new phase
We lit 15,000 fires instead of one firework
We surpassed all 'marketing' objectives to create sustainable, long-term value & engagement
We won a mention at the Core77 design awards
We created a template that can be applied to other key verticals
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Lessons learned about iterating...
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It’s not iterative if you only do it once...
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Incremental
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Iterative
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Speed
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If it takes too long any iterative process is indistinguishable
from waterfall
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Externalised + rough
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Sketchy prototypes
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Jim Glymph, Gehry Technologies
If you freeze an idea too quickly, you fall in love with it
If you freeze an idea too quickly, you fall in love with it... ...refine it too quickly
& you become attached to it
The crudeness of early models in particular is very deliberate
#bdwny
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Get out of the building
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Closed testing
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Recruitment
• Twitter• Facebook• LinkedIn• YouTube• Niche community sites
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Skype
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Other tools
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Open testingRapid, at scale & in context
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Dry testing
Signup Database
50%
50%
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+152%
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Learning
• The whole team learns
• What we learn is communicated to clients
• What we learn is documented
• Metrics are important
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ACQUISITION ACTIVATION
RETENTION
REFERRAL REVENUE
Pirate metrics... AARRR
Dave McClure
Actionable metrics not vanity metrics
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Incremental execution not incremental thinking
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Our goal is always to discover which aspects of
this vision are grounded in reality, & to adapt those
aspects that are not
We always have a vision that is clearly articulated,
big enough to matter, & shared by the whole team
Eric Ries, Start-up Lessons Learned
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Intuition IterationText
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props to @bokardoThursday, 4 August 2011
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Iterative optimisationmay only reach the peak of
a smaller idea
props to @bokardoThursday, 4 August 2011
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A better idea/design may exist but requires an
intuitive leap
Iterative optimisationmay only reach the peak of
a smaller idea
props to @bokardoThursday, 4 August 2011
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A better idea/design may exist but requires an
intuitive leap
Iterative optimisationmay only reach the peak of
a smaller idea
Local maximaprops to @bokardo
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This is an ongoing experiment
(But we can iterate our way to success)
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Copyright Made by Many 2011
Tim Malbon@[email protected]
Thank you
http://madebymany.com
Thursday, 4 August 2011